Creating a Culture of Sharing at Your Firm

Each week, the Legal Marketing Association pulls the most buzzworthy trends in marketing to help inspire its members. This week we cover building successful content strategies and how to optimize it across various platforms. It all starts with "Why Should Lawyers Share Content with the World" from The National Law Review.

1. Why Should Lawyers Share Content with the World?

In a world flooded with free-flowing information, how can attorneys rise to the surface so their content can be seen? It’s a good question, and, unfortunately for many, the burden of overcoming this significant and very real hurdle is exactly why many decide against creating and sharing information in the first place.Read more from The National Law Review.

The first step in developing a content strategy for your law firm is to identify your buyer personas. According to HubSpot, “a buyer persona is a semi-fictional representation of your ideal customer based on market research and real data about your existing customers.” For law firms, this means a representation of who your clients are, including their demographics, behavior patterns, needs, concerns, goals and objectives. Read more on Good2BSocial.

3. Are Law Blogs the Unedited Voice of a Person?

Technologist and inventor of the blog, Dave Winer, defined a blog as “the unedited voice of a person.” I’m pretty much with Winer so it pains me to see what blogs have become in the legal industry — and across the corporate communications field for that matter. Read more from Real Lawyers Have Blogs.

4. How to Market Your Legal Services to Millennials

Internet wags love to poke fun at millennials as entitled little snowflakes who grew up receiving accolades for just showing up, have no idea how people got coffee before Starbucks and who have popularized the man-bun. Read more on The Rainmaker Blog.

5. Trend Is Law Firms Moving Blogs Off Websites: ABA Publication

While some law firm website developers and agencies are advising law firms to bury law blogs inside a law firm website, a just-released ABA book on strategic online publishing for law firms advises just the opposite. Law blogs should be located off websites on a separate domain to build influence, achieve better search engine performance (SEO), and generate business. Read more from Above the Law.